• by Karl Greenberg , July 13, 2009

Coming off the launch of its Soul crossover, which it pitched to younger consumers as the antidote to a hum-drum, hamster-like life, Kia is pitching its Forte (pronounced for-TAY) compact at a more analytical buyer who may be anywhere from 25 to 54 years old. The campaign suggests the car innovates through synthesis: It pays homage to various innovations while saying such things are under the hood and roof of the car.

One ad shows the vehicle alongside vintage footage of Ford's assembly line, a Sirius radio satellite (being tinkered with by an astronaut), the ceiling of the Sistine Chapel (seen through the car's moon roof) and the iPod. The message is Kia itself is innovative by making things like Sirius satellite radio, Bluetooth, MP3 tech, class-leading safety all standard.

The effort, via AOR L.A.-based independent David & Goliath, comprises one 60-second and two 30-second TV ads, digital banners and a new microsite, as well as outdoor elements, print ads, and social media. Tagline: "The first of its kind." Media is handled by Innocean Worldwide.

Print ads combine animals -- a cheetah and camel become a "chamel" -- to illustrate key product attributes and how Forte blends disparate qualities. For that ad, the headline reads, "Fast and Fuel Efficient."

Michael Sprague, Kia's VP of marketing, points out that Forte, like Soul before it, trumpets a new design language for Kia. Both Soul and Forte Coupe were designed out of Kia's North American studio under the aegis of chief designer Peter Schreyer.

Sprague tells Marketing Daily that the car "signals the direction of where the brand's going. We were always known as a maker of cheap cars with a great warranty; now we are repositioning as not only as great value and quality, but as a maker of cars with great safety and technology, backed up with great design."

Sprague also predicts Forte will be Kia's top seller. "It's a transformational vehicle for us. Forte means strength, and we think it will be the strength of the brand going forward. It is in the largest segment in the industry."

He says Forte's buyer will be "passionate pragmatics" who might otherwise be shopping Toyota Corolla, Honda Civic, and Mazda3 or Ford Focus.